I 摘要 随着经济社会的不断发展，文化旅游逐渐成为经济增长的新动力。近年来， “文化+”融合发展战略部署愈发受到重视，着眼于把文化旅游产业打造成为国 民经济支柱性产业，使之成为经济发展新的引擎。本文以W公司王边村项目文 化旅游资源开发策略研究为切入点，对王边村基本情况进行阐述，介绍其发展沿 革及与W公司的渊源，运用PEST模型和SWOT模型对王边村发展文化旅游的 环境进行分析，并通过实地调查、问卷分析、统计分析、图表分析等方法对王边 村项目目前发展现状和存在问题进行归纳和总结，旨在找出解决对策，进而提出 适合W公司王边村项目文化旅游资源开发策略。本文从文化资源和旅游资源两 个角度多个层面对王边村项目进行充分发掘，在品牌文化、基地建设、硬件设施 改造、整体环境开发、人才队伍建设等方面进行详细阐述，确保该项目文化旅游 资源的开发能够顺利实施。 W公司王边村项目文化旅游资源的开发，对新冠疫情后的W公司发展有着 重大战略意义，是W公司开发邯郸地区乡村旅游的落脚点，为推动W公司开发 邯郸地区文化旅游做到先行先试、积极探路，起到示范带动作用。 关键词：文化旅游资源；王边村项目；开发策略；乡村旅游 Abstract II Abstract Withthecontinuousdevelopmentofeconomyandsociety,culturaltourismhas graduallybecomeanewdrivingforceofeconomicgrowth.Inrecentyears,moreand moreattentionhasbeenpaidtothestrategicdeploymentof"culture+"integrated development,focusingonbuildingtheculturaltourismindustryintoapillarindustry ofthenationaleconomyandmakingitanewengineofeconomicdevelopment.Based ontheresearchonthedevelopmentstrategyofculturaltourismresourcesofwangbian villageprojectofWcompany,thisthesisexpoundsthebasicsituationofwangbian village,introducesitsdevelopmenthistoryandtheoriginwithWcompany,analyzes theenvironmentofwangbianvillage'sculturaltourismdevelopmentbyPESTmodel andSWOTmodel,andthroughfieldinvestigation,questionnaireanalysis,statistical analysis,etcChartanalysisandothermethodstosummarizethecurrentdevelopment statusandexistingproblemsofwangbianvillageproject,inordertofindsolutions, andthenputforwardthedevelopmentstrategyofculturaltourismresourcessuitable forWcompanywangbianvillageproject.Thisthesisfullyexploresthewangbian villageprojectfromtwoaspectsofculturalresourcesandtourismresources,and elaboratesonbrandculture,baseconstruction,hardwarefacilitiestransformation, overallenvironmentdevelopment,andtalentteamconstruction,soastoensurethe smoothimplementationofthedevelopmentofculturaltourismresourcesofthe project. ThedevelopmentofculturaltourismresourcesinwangbianvillageofW companyisofgreatstrategicsignificancetothedevelopmentofWcompanyafter COVID-19.ItisthefootholdforWcompanytodevelopruraltourisminHandanarea. ItplaysanexemplaryroleinpromotingWcompany'sculturaltourismdevelopmentin Handan. Keywords:culturaltourismresources;wangbianvillageproject;development strategy;ruraltourism 目录 I 目录 摘要.............................................................................................................................I Abstract..........................................................................................................................II 第1章绪论..................................................................................................................1 1.1研究背景............................................................................................................1 1.2研究意义............................................................................................................2 1.2.1理论意义.....................................................................................................2 1.2.2现实意义.....................................................................................................2 1.3国内外研究综述................................................................................................3 1.3.1关于文化资源的研究.................................................................................3 1.3.2关于旅游资源的研究.................................................................................3 1.3.3关于文化旅游融合发展的研究.................................................................3 1.4研究方法与研究内容........................................................................................8 1.4.1研究方法.....................................................................................................8 1.4.2研究内容.....................................................................................................8 1.5本文的创新点....................................................................................................9 第2章相关理论基础................................................................................................10 2.1文化和文化资源..............................................................................................10 2.2旅游和旅游资源..............................................................................................10 2.3文化旅游与文化旅游资源..............................................................................10 2.4乡村旅游..........................................................................................................11 2.5PEST分析.........................................................................................................11 2.6SWOT分析......................................................................................................12 第3章W公司王边村项目简介...............................................................................13 3.1王边村与W公司渊源....................................................................................13 3.1.1王边村基本情况.......................................................................................13 3.1.2W公司的成立与发展...............................................................................13 3.2王边村项目简介..............................................................................................14 3.3W公司开发王边村项目的意义......................................................................16 3.3.1引导W公司更好打造旅游景区.............................................................16 3.3.2推动W公司传承保护民俗文化.............................................................16 目录 II 3.3.3促进W公司与王边村良性发展.............................................................16 3.4王边村项目的前期开发..................................................................................17 3.4.1完成总体规划和建设方案.......................................................................18 3.4.2完成基础设施建设和项目建设工作.......................................................18 3.4.3完成景区统计工作和市场推广合作事宜...............................................18 第4章王边村发展文化旅游的环境分析................................................................19 4.1王边村文化旅游宏观环境PEST分析..........................................................19 4.1.1政策法律环境分析...................................................................................19 4.1.2经济环境分析...........................................................................................20 4.1.3社会文化环境分析...................................................................................20 4.1.4科技环境分析...........................................................................................20 4.2文化旅游行业分析..........................................................................................21 4.3王边村文化旅游SWOT分析........................................................................22 4.3.1优势分析...................................................................................................22 4.3.2劣势分析...................................................................................................23 4.3.3机会分析...................................................................................................23 4.3.4威胁分析...................................................................................................24 第5章调查问卷及结果分析....................................................................................25 5.1调查问卷.........